According to Women-Drivers.com, the trustworthiness of a sales adviser has always been more influential on a female car shopper’s purchase decision than the price of a car. However, a different attribute has become more important than trustworthiness.
The site shared with Auto Remarketing that the most important factor in car-buying for women is now respect.
A recent report from the company, assembled directly from reviews by women car buyers, indicates that respect outranks trust, which is now the second-most important factor.
Below, Women-Drivers.com ranks the five attributes of a salesperson that are most influential on female shoppers' buying decisions:
The price of the vehicle came in just behind these reasons, in terms of influence.
“Of course this doesn’t mean that price is not important; it is a critical component,” the company’s analysis indicated.
“It means, that having a personal, empathic, real, approachable, open and friendly engagement is paramount first. After a sales adviser has passed the EQ litmus test of a female customer, then, and only then will there be a discussion regarding the price of that vehicle," the company concluded.